© 2017 ASPCA®. All Rights Reserved.

How to Rock Adopt a Shelter Dog Month

with the ASPCA’s

Find Your Fido Campaign

October 2017

© 2017 ASPCA®. All Rights Reserved.

Today’s Presenters

Sandy De LisleSenior Manager, Content DevelopmentSandy.Delisle@aspca.org

Rebecca GoldrickDirector of Media & Communications, Rebecca.Goldrick@aspca.org

Elyse OrecchioSocial Media ManagerElyse.Orecchio@aspca.org

© 2017 ASPCA®. All Rights Reserved.

AgendaI. Campaign Overview and GoalsII. Why Join FYFIII. Components of FYFIV. Traditional Media Tips and TricksV. Social Media Tips and TricksVI. Q&A

© 2017 ASPCA®. All Rights Reserved.

What Is Find Your Fido?

Public awareness and engagement campaign to promote dog adoption. Campaign runs October 1-October 31st

(Adopt a Shelter Dog Month)

© 2017 ASPCA®. All Rights Reserved.

Goals of FYF

• Generate a positive buzz around dog adoption and animal shelters/rescues

• Increase actual number of dogs adoptedFindYourFido@aspca.org

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Why Join FYF?

Increase dog adoptions during Adopt a Shelter Dog Month

National digital exposure for your shelter and your dogs

Easy, fun and free

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Free Find Your Fido Toolkit:www.ASPCApro.org/fyf

• Press release templates• Sample social media posts• Shareable graphics• Posters

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Components of FYF Campaign1. National Public Engagement• ASPCA webpage

www.aspca.org/findyourfidohttps://rescuegroups.org

• ASPCA social media channels• Celebrity engagement• Online media partner

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Components of FYF Campaign

2. Shelter Collaborations

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Components of FYF Campaign

3. ASPCA NYC • Partnerships• Events

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Promoting Your Fido(s)Engage your community and promote your dogs

• Hit the town

• Involve local influencers

and community partners

• Host a Fido-themed adoption event

• Use existing Adopt a Shelter Dog Month opportunities

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Media Matters! Use traditional media outreach to announce your

participation in the national campaign

• Visit the online toolkit for templates and message points

• Be playful, get creative & look for the hook

• Don’t forget to share your successes!

Email us: FindYourFido@aspca.org

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Social Media: Let’s get dog adoption trending this October!

• Use Fido’s image anywhere and everywhere!• Always use the #FindYourFido hashtag on

every post, and encourage your fans to do the same

• All posts with this tag will appear on the ASPCA’s live feed

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Social Media Engagement Tips• Post photos of Fido hitting the town• Make a #FindYourFido sign for each new family

to hold up in pictures• Respond to all questions and comments, RT

campaign tweets from followers, say “thanks!”• Ask them to post photos of dogs they adopted• Go Live!

* Download our toolkit for more tips

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Social Media Toolkit Resources• Full toolkit will be available on ASPCApro.org• Includes sample messaging for various social media

channels – customize and make it your own!

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Social Media Toolkit Samples• General campaign promotion posts

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Social Media Toolkit Samples• Event Lead-up posts

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Social Media Toolkit Samples• Posts about specific animals

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Q&A

After the webinar, please email all campaign questions to FindYourFido@aspca.org